Computer morphing as an effective approach to develop successful products half a step ahead of the market

In this study, both qualitative and quantitative approaches were employed to examine the usage of morphing technology in new product development. First, a comparison survey of the car design was carried out. The morphing stimuli mixed with the older car and the concept car of specific car models were generated. A participant compared the latest car with the morphing stimuli and chose the most similar one. Second, an observation experiment was conducted to investigate the process designers employ in generating design concepts with morphing stimuli. It was found that the usage of morphing stimuli could help the designers to catch the design problems and concentrate their focus on the related directions. Moreover, the morphing stimuli with the mixture degree between 50%~70% were not only thought to be the most useful one to develop tangible ideas, but also chosen as the most similar stimuli to the real commercial cars in the first survey. Based on the results, the computer morphing method could facilitate designers to create successful products half a step ahead of the market.